the impact of visual merchandising on...

ISSN: 2348 9510

International Journal Of Core Engineering & Management (IJCEM)

Volume 3, Issue 1, April 2016

169

THE IMPACT OF VISUAL MERCHANDISING ON CONSUMER

IMPULSE BUYING BEHAVIOR WITH REFERENCE TO RETAIL

STORES IN TIRUPATI, ANDHRAPRADESH, INDIA

* Mr .K. BALAJI MBA,

RESEARCH SCHOLAR, KL UNIVERSITY,

[email protected].

* *Dr .M. KISHORE BABU

PROFESSOR IN KLUBS, KL UNIVERSITY,

[email protected]. ABSTRACT

In present scenario, the competitive situation in the business is characterized by a

severe competition, which subsequently results in retailers to pay almost more

struggle for undifferentiated merchandising. This merchandising tool is being used

by modern retailer to distinguish them from other competitors, to be prominent in the

market and become a source of attraction for the customers. A few researchers

contribute in this field by exploring the reasons which causes the customers impulsive

buying, but still there is more to be determined. Purpose of this study is to identify the

relation between the impulsive buying and visual merchandising on buying behavior

of customers. This study was based on primary data collected with the help of

structured questionnaire. A total of 350 questionnaires were distributed in different

retail outlets (super markets and self-service stores of Tirupati, Andhrapradesh,

India) out of which 344 questioners were completed and received. We Defined four

hypotheses were window display, forum display, floor merchandising and shop brand

name. These gathered data was analyzed with the help of regression analysis by

using Statistical Packages for Social Sciences (SPSS) software. It was found that

window display, forum display, floor merchandising and shop brand name

(independent variables) are significantly associated to consumer impulse buying

behavior (dependent variable) but forum display is negatively related to consumer

impulse buying and window display.

ISSN: 2348 9510



170

Key Words: Visual Merchandising, Impulse Buying, Forum Display, Floor

Merchandising.

1. INTRODUCTION

Visual merchandising can be best defined as “everything the customer sees both

exterior and interior that creates a positive image of a business and result in attention,

interest, desire and action on the part of the customer” (Bastow-Shoop et al. 1991, p.1).

Visual merchandising ranges from window display to include forum display and floor

merchandising along with promotion signage (Mills et al. 1995). Presentation of goods

is often the most crucial factor in decision making (Oakley, 1990). Four dimensions of

store atmosphere i.e. visual (sight), aural (sound), olfactory (smell) and tactile (touch)

are significant in customer’s choice of products

(McGoldrick, 2002). The visual merchandising is a marketing based terminology which

represents the most important marketing tools and also represents the most direct mean

of publicize a product. Means of promotional signatures like billboards, banners,

posters, panicles, buntings, placards, pamphlets, shop boards, shelf markers and hand

bills of any company, shop or brand which a buyer can see or come across are

considered during his shopping. Visual merchandising is not only about what is stated

earlier but it also includes the layout of stores which includes shelving styles, sections,

atmosphere the store possess and the brands available. It is visual product identification,

brand concept and the means of establishing relationship between a consumer and the

product to generate sales. Among the many marketing strategies visual merchandising is

the one which establishes a direct interaction and a closer communication with a

consumer.

Impulse buying is a rapid convincing, hedonically compound purchase behavior in

which the quickness of the impulse purchase decision precludes any thoughtful,

intentional contemplation of alternatives (Kacen, 2002). Findings of early researchers

(Ballenger et al. 1978) have shown that impulse buying accounts for substantial sales

across a broad range of product categories. Impulse buying is a pervasive aspect of

consumers’ behaviors and a focal point for strategic marketing plans (Rook, 1987).

Impulse buying may be defined as a purchase decision made in-store with no explicit

ISSN: 2348 9510



171

recognition of a need for such a purchase, prior to entry into the store (Kollet and

Willet, 1967; Kollat, 1966; Bellenger et al. 1978). On the other hand these all factors of

visual merchandising will lead the consumer towards impulse purchasing. Impulsive

buying is generally considered as unexpected buying, it is best described as the

shopping which shopper does not plan in advance. This impulse buying behavior is

recognized by the shopkeepers and they design their shop’s layout, shelving, branding

etc. to attract the consumer or customer in order to influence him to carry out impulse

buying. This phenomenon has been tremendously increased during the last decade and

the solitary reason behind this is a sturdy connection linking mass merchandising and

the impulse purchase. Now marketers and retailers are working on how to attract the

shoppers to upsurge impulse buying or unplanned purchases. For this the companies are

working on the stores environment and collecting information and doing research on

how to influence a consumer’s purchasing behavior for their brand.

The main aim of this paper is to determine the influence of impulse buying on

window display, on forum display, on floor merchandising and on shop brands name by

the customers in store.

2. LITERATURE REVIEW

Visual merchandising is a tool used by companies or shopkeepers to attract the

customers for unplanned buying. In this the marketers and the shopkeepers arrange their

shops or carryout promotional activities which attract the attention of shoppers by just

having a look at the shop, their promotions, sign boards, atmosphere inside, shelf

arrangements, section divisions, cleanliness and other factors which influence impulse

or unplanned buying.

Mudassir Husnain (2016)investigated the paper titled “Impact of branding on impulse

buying behaviour".The objectives of the study was to detect the effect of branding on

impulse buying in FMCG sector-Pakistan . A questionnaire has been used to study

about 180 students engaged in buying.Convienence sampling has-been used to collect

the data. The research finds that branding has significant impact on impulse buying

behavior of consumers

Mohd. Rumzitaushif, manisha gupta (2015) investigated a study titled " A study on

factors effecting impulse buying behavior of consumers at various malls of Delhi. The

ISSN: 2348 9510



172

main objective of this paper was to study the impact of in store influencers on impulse

buying behavior of consumers. They used the sample of 100 customers for conducting

the study. The IBM SPSS software has been used for data analysis. The findings of the

study states that the various in store stimuli i.e, merchandise, promotions, displays and

ambiance across the stores influence impulse buying behavior.

K.Venkateswara Raju, Dr. D.Prasanna Kumar ,Dr. Svss Srinivasa Raju(2015)

DONE RESEARCH ON "A Comprehensive Review Of Impulse Purchase Process And

Various Factors Affecting It”. The main aim of this paper is to determine the effect of

Advertisements and Visual Appearances on impulse buying behavior .The data was

gathered using content analysis . The results of their study found that among all the

factors Advertisements and Visual Appearances, time available, money available will

affect impulse buying behavior of consumers.

Dr. Vinita Sahay (2014) Professor of Marketing Indian Institute of Management

Raipur India introduced his model to impulse buying. ISM facilitates in defining a

problem or an issue by summarizing inter-relationships among various variables

contributing to the intricate problem (Sage, 1977; Soti and Shankar, 2010). Constructing

an ISM comprises a number of steps

Figure:1 A model of Interpretive Structural Modeling (ISM)( Vinita sashay conference

2014) His model shows that the packaging, merchandising display, in store influences,

promotional activities, socialization, hedonism will affect impulse buying behavior of

consumers.

ISSN: 2348 9510



173

M Moayery (2014)conducted a study on apparel impulse buying behavior and visual

merchandising. The aim of the study was to investigate relationship between apparel

impulse buying behavior and visual merchandising among Iranian young females. They

used sample of 150 young adult females to complete a questionnaire. For data analysis

principal component analysis test, BETA analysis, reliability test. The results of the

study show that visual merchandising and pleasant environment have positive impact on

impulse purchase.

Shahminal, Guha sanjay (2013) investigated a paper titled "Effect of emerging trends

in retail sector on impulse buying behavior. The main aim of this paper was to know the

effect of recent trends in retail on impulse purchase. i.e the impact of window display

promotional signage and floor merchandise . For this study they collected data from 200

respondents, Durg, chattisgarh.The data analysis tools like ANNOVA has been used.

They predicted that there is a positive relationship between impulse buying and window

display, promotional signage and floor merchandise.

Neha.P.Mehta,Pawan.k (2013) conducted a study on impulse buying behavior with a

paper titled," impact of visual merchandise on impulse buying behavior. The main

purpose of study is to find the impact of visual merchandise on impulse purchase of

consumers in central mall of Ahmadabad and India. They used statistical package SPSS

to analyze data gathered from 73 respondents the result state that dimensions of visual

merchandise affect impulse buying behavior of consumers in Ahmadabad.

Mehta and Chug an (2012) conduct their research on visual merchandising or impulse

buying by their perspective and has studied the contact of visual merchandising on

shopper impulse buying behavior. They took sample size of 84 customers visiting the

retail stores of India and find that window display has direct relation with impulse

buying. However no significant relation is found between forum display and impulse

buying but floor merchandising shows direct relation.

Sonali and Sunetra (2012) have studied the unplanned purchasing triggering the senses

in retail stores. Their dependent variable was frequency of shopping and independent

was gender of customers. They took sample of 100 customers visiting Indian shopping

malls and used chi-square as a statistical too. Their findings are that no significantly

associated with gender of customers and frequency of shopping.

Bashar and Ahmed (2012) have considered impact of form display, window display,

ISSN: 2348 9510



174

promotional signage and floor merchandising by taking sample size of 250 Indian

respondents by applying Pearson correlation. Their findings are that window display

and impulsive purchasing are positively correlated; however, impulse buying and store

display are no correlated. Floor merchandising is also correlated with impulse buying.

Sujata et al. (2012) have shown impulse buying as an antecedent to impulse buying. He

has taken window display, form display, floor merchandising as independent variables.

He has taken sample comprising of both male and females of age 18-45 and applied

Pearson correlation. His concludes by accepting a strong correlation between window

display, impulse buying and forum display. Low correlation is found between impulse

buying and floor merchandising.

Vinamra et al. (2012) have studied impact of visual merchandising on consumer

behaviour towards women's Apparel. His dependent variable is visual merchandising;

independent variables are neutral role in influencing the purchase and significant role in

influencing the purchase. He took sample size of 150 Indian women’s who were visiting

shopping malls. His findings are that visual merchandising has a very strong impact on

customer purchasing behaviour. To some extant visual merchandising also leads to

impulse buying.

Maria et al. (2010) have studied the impact of visual merchandising in shopping

centre’s fashion stores. His dependent variable was visual merchandising and

independent variable was shopping store window according to gender. Factors valued

by consumer on going into a store attribute that influence on purchase options according

to gender. He took sample of 334 respondents and applied mean standard deviation as a

statistical tool. His findings are that significant differences in the shopping centre

window display influences over consumer buying behaviour according to gender and

little significant differences in the factors valued by consumers on going into a shopping

centre according to gender.

Sumita Davea and Shikha Sondhi

b(2011) done research on "An empirical analysis of

the determinants of customer conversion: A cross sectional study of organized retailers

in Chattisgarh".The main aim of this article was to evaluates the effect of various in-

store stimuli that is, price, merchandise, promotion, displays and ambience, towards

impulse buying of consumers across stores located in a cross section of the retail

market of Chhattisgarh. They gathered data from the sample of 200 customers in retail

market of Chhattisgarh. They used ANNOVA statical tool for data analysis . The

http://www.palgrave-journals.com/rlp/journal/v9/n5/full/rlp20119a.html#note1

http://www.palgrave-journals.com/rlp/journal/v9/n5/full/rlp20119a.html#note2

ISSN: 2348 9510



175

findings of this article states that various in-store stimuli like price, merchandise,

promotion, displays and ambience influence the impulse buying of consumers across

stores located in a cross section of the retail market of Chhattisgarh

Astri cahyorini and Effy zalfiana rusfian(2011) done research on "The Effect of

Packaging Design on Impulsive Buying". The main aim of this paper was to the effect

of Mango size 40 grams’ packaging design on impulsive buying in South Jakarta and

also identify the dimensions in packaging design (graphic design, structure design, and

product information) its effect on impulsive buying. This research uses the quantitative

approach to collect data through questionnaires filled out by impulsive buyers of Mango

size 40 grams in South Jakarta. A total of 100 respondents are examined using the

purposive sampling technique. The result of the research shows that the packaging

design affects impulsive buying at a rate of 38.0% and the packaging design dimension

that results in impulsive buying is graphic design

Maymand and Ahmedinejad (2011) have studied the role of store environmental

stimulation and situational factors in impulse purchasing. They have taken impulse

purchasing as dependent variable and environment of store, promotions, examination of

goods, and availability of money as independent variables. They took sample of 329

customers visiting shopping malls of Iran and applied variance coefficient as statistical

tool. Their findings are that environment of the store is significantly correlated and

visual merchandising is related.

Ridmi et al. (2011) have studied the impact on patronage intentions in supermarkets

using selected visual merchandising techniques. His dependent variable is visual

merchandising an independent variable is store layout, colour, product display, music,

lighting, cleanliness. He took sample of 384 customers visiting shopping malls of

Srilanka and applied regression as a statistical tool. His findings are that no relationship

between patronage intentions and store layout. There is bond among colour and

patronage intentions. There is a relationship between patronage intentions and product

display. There is relationship between patronage intentions and music. There is

connection among cleanliness and patronage intentions.

Ahmed (2011) has determined the impulse buying of consumer for FMCG products. His

dependent variable was impulse buying behaviour for FMCG product and independent

variables were classification by gender, age, education and income. He has taken

sample of 160 respondents of Jodhpur, a city in India. He used (SPSS Version 16)

ISSN: 2348 9510



176

Factor analysis as a statistical tool. His findings were impulse purchasing and the

customers of different age group were significantly different, impulse buying behaviour

and the customers of different genders were significantly different, and significant

difference in education.

Gupta et.al, (2009) suggested that when size of the store is concerned product display

and product prices were the major in-store stimuli in large stores. For small-sized stores,

product price was the main factor that attracted impulse purchases. Retail

merchandising instantly motivates a consumer to buy a product impulse-buying

behavior.

3. OBJECTIVES

To analyse the effect of window display on consumer impulse buying.

To investigate the role of forum display on consumer impulse buying.

To study the relation between floor merchandising and consumer impulse

buying.

To study the influence of shop brand name on consumer impulse buying

4. RESEARCH HYPOTHESIS

Consumer impulse buying is influenced by many factors but presently it is tested

against the independent variables like window display, forum display, floor

merchandising and shop brand name.

The significance of window display related to purchasers’ buying behaviour has

received least consideration in the literature. However, since the physical attractiveness

of a store influenced consumer’s choice of a store (Darden et al. 1983) and the first

impressions of the store is created normally at the first level, it can be recommended

that it is influenced by window display, to some degree at least, store of a customer’s

choice when they do not plan with a precise purpose of visiting a particular store and

buying a particular item. The first step is to attract customers to purchase and pull them

in the door. Today many retailers are concentrating on window display to pull

passerby’s concentration and eventually to convert buyers into customers (Diamond and

ISSN: 2348 9510



177

Diamond, 2003).

H1. Consumers carrying out impulse buying are 5significantly influenced

by window display.

H0. Consumers carrying out impulse buying are not significantly influenced

by window display.

Impulse buying takes place consequent to contact to in-store stimuli. In-store stimuli

remind the customer of their shopping needs thus leading to an impulse purchase,

(Kollat and Willet, 1969). To increase unplanned purchases of products retailers

primarily use In-store stimuli as promotional techniques. In-store display, point of

purchase displays, on-shelf positions and in-store demonstrations are promotional

techniques used (Abnett and Goody, 1990). Cox (1970) found that there is a positive

bond among the length of shelf space given to an impulse product brand and high

customer acceptance. Impulse buying is also influenced by On-shelf position.

Consumers have a natural trend to spotlight and observe at eye level. Therefore,

unplanned purchase in retail stores can be increase by display, (Takeuchi and Quelch,

1983). The Pope/ Du Pont Consumer Buying focused on unplanned buying in

supermarkets. As per the study, it appears that all supermarket purchase decisions were

made approximately 65% in-store and the impulse buying was over 50%. Customers

respond positively and quickly to buying stimuli such as products, salespeople and/or

store environments. Increased experience to stimuli also enhances the chances of

recognizing product needs and leads consumers to process new product information

(Easwar, 1989). There are positively some factors which are significant in spurring

impulse buying and these factors include mass distribution, low price, and marginal

need for the product/brand, self-service, prominent store display, mass advertising,

small size and ease of storage. This also implies that products that are more costly and

require more time and effort are less in impulse buying. (Cobb and Hoyer) 1986 after an

extensive research, concluded that unplanned buying do very

little “in-store information processing” but importance quality almost as much as do

shoppers who plan well in advance.

H2. Consumers carrying out impulse buying are significantly influenced

by forum display.

ISSN: 2348 9510



178


by forum display.

Impulse buying is related to ease of buying. This phenomenon has been progressively

increased during the last decade for the reason attributed to the relationship exists

between impulse buying and mass merchandising. Mass merchandising has given a

favourable environment for impulse buying; and in return, unplanned buying has

twisted the expansion of certain mass merchandising techniques. Impulse buying may

be defined as a purchase decision made in-store with no explicit recognition of a need

for such a purchase, prior to entry into the store (Kollat and Willett, 1967; Kollat, 1966;

Bellenger et al. 1978). Occurrence of impulse buying could be attributed to exposure to

in-store stimuli, the latter acting as reminders of shopping needs (Kollat and Willett,

1969) and, in part, to incomplete measure of purchase plans (Kollat and Willett, 1969).

In India, retail sector is experiencing an unprecedented boom coupled with a rising

discretionary income of vast Indian middle class. The brands at various retail outlets are

jostling to grab maximum eyeballs so as to enter the shopping basket of the Indian

shopper. The Indian shopper is as susceptible to impulse buying as shoppers’ world

over.

Question that arises here which attracts the interest of all marketers and retailers alike is

how to influence Indian shopper to make more unplanned purchases. To this end,

producers need information on the effectiveness of consumer purchasing behaviour for

their brands up to extent which influence the in-store stimuli. On the other hand retailers

also need similar information to calculate the effectiveness of resources designed to

generate additional sales and perhaps to differentiate their stores from other competitors

H3. Consumers carrying out impulse buying are significantly influenced

by floor merchandising.

H0. Consumers carrying out impulse buying are not significantly

influenced by floor merchandising.

(Krutulyte et al. 2009) asserted that brand name is commonly more influential than

packaging. Varela et al. (2010) agreed, stating that the liking and buying of a product

depends on more than just the sensory details. Consumers’ decisions are influence by

Non-physical details such as brand and price.

ISSN: 2348 9510



179

As a determiner of quality, price has been interpreted; according to Jacoby et al. (1971),

price is “concrete and measurable,” so the consumer trusts it more than most cues

concerned with quality. However, Ares et al. (2009) suggested that higher price could

have one of two effects on consumer preference: it could cause the product to seem

higher in quality, or it could make the product less desirable because of the extra

expense. A study by (Krutulyte et al. 2009) showed that price’s reliance as an indicator

of quality varies by culture. Whatever effects price may have on quality perception are

overshadowed by the effects of brand name. Brand has been cited among the “most

important non-sensory factors affecting consumers’ choice decisions of food products”

Varela et al. (2010, pp.873-880). According to Keller (1998), brand is seen as a

“promise, a guarantee or contract with the manufacturer and a symbolic mean and sign

of quality” as cited in Varela et al. (2010, pp.873-880). Brand is communicated to the

public through advertising.

To familiarize the public with their brand images, advertisers spend millions of dollars

each year defined by Jacoby et al. (1971, p.571) as the “subjective, emotional cluster of

meaning and symbols that the consumer attributes to a particular brand”. Fichter and

Jonas (2008, p.226) further define brand image as “the stereotype held toward a brand”.

The familiarity garnered from exposure to brand image leads to increased liking and

increased quality perception (Wardle and Solomon’s, 1994, p.180; Ares et al. 2009).

According to Peters-Teixeira and Badrie (2005, p. 508-514), “advertising is the most

important factor that influences the purchase of a new product”. Numerous studies have

established the extraordinary effects of brand name.

H4. Consumers carrying out impulse buying are significantly influenced by

shop brands name.


by shop brands name.

5. PROBLEM STATEMENT

How Visual Merchandising Influence’s the Consumer Impulse Buying Behavior

ISSN: 2348 9510



180

6. THEORETICAL FRAMEWORK

Researchers have already been conducted on the discussed topic previously, but the sole

purpose of the present study is to further evaluate and draw conclusions regarding the

relation between independent variables (window display, forum display, floor

merchandising and shop brand name) and dependent variable (impulse buying) (Figure

1).

Effects of window display on consumer impulse buying.

Role of forum display on consumer impulse buying.

Relation between floor merchandising and consumer impulse buying.

Impact of shop brand name on consumer impulse buying.

WINDOW DISPLAY

FORUM DISPLAY

CONSUMER IMPULSE

BUYING BEHAVIOUR

FLOOR

MERCHANDISING

SHOP BRANDS NAME

Figure 1. Theoretical framework

SOURCE: compiled from analysis by Mr.k.Balaji & Dr. M. kishore babu

ISSN: 2348 9510



181

7. VARIABLES

7.1. Dependent Variable

Consumer Impulse Buying Behavior

7.2. Independent Variables

Window displays

Forum displays

Floor merchandising

Shop brands name

8. UNITS OF ANALYSIS

Large self-service stores and marts in the city Tirupati, Andhrapradesh, India were

selected and questioners were distributed related to identified variables to the customers

irrespective of their gender randomly entering these marts or self-service stores for

shopping.

9. CROSS SECTIONAL DATA COLLECTION

Cross sectional data collection method will be used in this research for the reason that

data will be collected for once from the primary source.

10. DATA COLLECTION AND SAMPLING

Data was collected from the selected super marts and large retail shops from the

customers by using questioners. A total of 350 questioners were distributed but only

344 were completed. Hence results and sample size was altered accordingly. A five

point Likert scale was used to compute each variable. A separate questioner for every

variable was developed and each questioner had 12 questions to measure the impact of

visual merchandising on customer’s unplanned purchasing attitude.

ISSN: 2348 9510



182

11. ANALYSIS AND DISCUSSION OF HYPOTHESIS

The regression analysis was used to assess the potency of relationship between

dependent and independent variables. It was conducted for the hypothesis testing in

which consumer impulse buying behavior was dependent variable and each visual

merchandising variable window display, forum display, floor merchandising and shop

brand name used as forecaster in array to test whether hypothesis are significant or not.

It further explains how visual merchandising tools controls the consumer unplanned

purchase behavior. Following hypothesis was developed in order to test the affiliation among consumer unplanned purchase and window display: H0: Consumers carrying out impulse buying are not significantly influenced by window

display. H1: Consumers carrying out impulse buying are significantly influenced by window

display.

Table 1. Model Summary for Window

Display

Std.

Model R R square Adjusted R

square Error of

the

Estimate

1 .903a .816 .779 .008065

a. Predictors: (Constant), Window Display

b. Dependent Variable: Consumer Impulse Buying Behaviour

Table 2. Coefficients for Window

Display

Un-standardized Standardized

Model Coefficients Coefficients t Sig.

B Std.Erro

r Beta

1 (Constant) 2.670 .035 75.458 .000

Windows Display .062 .013 .903 4.703 .005

ISSN: 2348 9510



183

The adjusted R-square (coefficient of determination) value is 0.816 as shown in the (Table 1) is close to 1 (its maximum value). This validates the model that 81% of the time, data fits very well to the model. The variable windows display is positively contributing towards consumer impulse buying behaviour and is significant at 5% and 10% level of significance (P-value =0.005< =0.05, 0.10) as shown in the (Table 2). So according to the data, hypothesis H0 is rejected and H1 is accepted because those consumers carrying out impulse buying are significantly influenced by window display.

H0. Consumers carrying out impulse buying are not significantly influenced by forum

display. H2. Consumers carrying out impulse buying are significantly influenced by forum

display.

Table 3. Model Summary for Forum Display

Model R R Square

Adjusted R Std. Error of the

Square Estimate

1 .865a .749 .699 .009413

a. Predictors: (Constant), Forum Display

Table 4. Coefficients for Forum Display



B Std. Error Beta

1 (Constant) 3.006 .044 67.817 .000

Forum Display -.065 .017 -.865 -3.861 .012

b. Dependent Variable: Consumer Impulse Buying Behavior

ISSN: 2348 9510



184

The adjusted R-square (coefficient of determination) value is 0.749 as shown in the (Table 3) is close to 1 (its maximum value). This validates the model that 74% of the time, data fits very well to the model. The variable forum display is negatively related to consumer impulse buying behaviour but it is significant at 5% and 10% level of significance (P-value = 0.012< = 0.05, 0.10) as shown in the (Table 4). So according to data, hypothesis H0 is rejected and H2 is accepted because those consumers carrying out impulse buying are significantly influenced by forum display.

H0. Consumers carrying out impulse buying are not significantly influenced by floor merchandising.

H3. Consumers carrying out impulse buying are significantly influenced by floor

merchandising.

Table 5. Model Summary for Floor Merchandising


Model

R R Square Adjusted R Square

Std. Error of

the

Estimates

1 .863a .745 .694 .009482

a. Predictors: (Constant), Floor Merchandising

Table 6. Coefficients for Floor

Merchandising



B Std.

Error Beta

1 (Constant) 2.424 .108 22.511 .000

Floor Merchandising .171 .045 .863 3.823 .012

ISSN: 2348 9510



185

The adjusted R-square (coefficient of determination) value is 0.745 as shown in the (Table 5) is close to 1 (its maximum value). This validates the model that 74% of the time, data fits very well to the model. The variable floor merchandising is positively contributing towards consumer impulse buying behavior but it is significant at 5% and 10% level of significance (P-value = 0.012< = 0.05, 0.10) as shown in the (Table 6). So according to data, hypothesis H0 is rejected and H3 is accepted because those consumers carrying out impulse buying are significantly influenced by floor merchandising.

H0. Consumers carrying out impulse buying are not significantly influenced by shop brands name.

H4. Consumers carrying out impulse buying are significantly influenced by shop brands

name.

Table 7. Model Summary for Shop Brand

Name

Model

R R square

Adjusted R Std. Error of

the

Square

Estimates

1 .802a .644 .572 .011210

a. Predictors: (Constant), Shop Brand Name

Table 8. Coefficients for Shop Brand Name

Un-standardized Standardize

d


B Std. Error Beta

1 (Constant) 2.688 .049 54.619 .000

Shop Brand Name .060 .020 .802 3.006 .030


The adjusted R-square (coefficient of determination) value is 0.644 as shown in the (Table 7) is near to 1 (its maximum value). This validates the model that 64% of the time, data fits very well to the model. The variable shop brand name is positively contributing

ISSN: 2348 9510



186

towards consumer impulse buying behavior but it is significant at 5% and 10% level of significance (P-value = 0.030< = 0.05, 0.10) as shown in the (Table 8). So according to data, hypothesis H0 is rejected and H4 is accepted because those consumers carrying out impulse buying are significantly influenced by shop brand name.

12. FINDINGS AND CONCLUSION

Research was conducted to examine the effect of visual merchandise on the consumer unplanned purchase behavior. To investigate the relation further, the study attempted to elucidate the relation between the customer’s unplanned purchase behavior and different types of visual merchandising. The key finding of this study was that the visual merchandising has positive impact on consumer impulse buying behavior. Results proved that the consumer impulse buying behavior is significantly influenced by

the window display, forum display, floor merchandising or even with shop brand name Complete research effectively suggests that visual merchandising like window display, forum display, floor merchandising and shop brand name serve as strong stimulus while impulse purchases

13. LIMITATIONS OF STUDY Research suffered from the following limitations:

The data was collected from Tirupati, Andhra Pradesh, India and the sample was

geographically limited. Possibility of different result exists if data from other cities was collected.

The mechanism was limited to the quantitative method. The survey asked respondents to answer the questions from their unplanned buying experience as they were well aware of their manners and influences.

The qualitative research for this may differ in outcome.

REFERENCES [1] Mudassir Husnain& M Waheed Akhtar(2016)Impact of Branding on Impulse Buying

Behavior: Evidence from FMCG’s Sector Pakistan http://ijba.sciedupress.com

International Journal of Business Administration Vol. 7, No. 1; 2016 Published by

Sciedu Press59 ISSN 1923-4007 E-ISSN 1923-4015.

[2] Mohd. Rumzitaushif, manisha gupta (2015) factors effecting impulse buying

behavior of

consumersatvariousmallsofDelhi]IJMSSVol.03Issue07,(July,2015)ISSN:23211784...i

jmr.net.in/download.php?filename=V1KVUnFObC46EPW.pdf...pdfIJMSS Vol.03 Issue-

07, (July, 2015) ISSN: 2321-1784

http://ijmr.net.in/download.php?filename=V1KVUnFObC46EPW.pdf&new=IJMSS67JULY3256.pdf

ISSN: 2348 9510



187

[3] K.Venkateswara Raju, Dr. D.Prasanna Kumar, Dr. SvssSrinivasa Raju A Comprehensive

Review Of Impulse Purchase Process And Various Factors Affecting It IOSR Journal of

Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668.

Volume 17, Issue 12 .Ver. III (Dec. 2015), PP 81-107www.iosrjournals.org

[4] Vinita_Sahay (2014)Analyzing Impulse Buying Behaviour among Shoppers: An ...

www.sbs.ox.ac.uk/sites/default/files/.../Vinita_Sahay_Conf_ppt_2014.pdf.

[5] Meysam Moayery1*, Samar Zamani2 and Hosein Vazifehdoost

[6] Effect of Visual Merchandising onApparel Impulse Buying BehaviorsamongIranian

Young Adult Females Indian Journal of Science and Technology Vol 7 (3) | March 2014

| www.indjst.orgISSN (Print) : 0974-6846 ISSN (Online) : 0974-5645

[7] Shah Minal, Guha Sanjay & Shrivastava Urvash(*2012)EFFECT OF EMERGING

TRENDS IN RETAIL SECTOR ON IMPULSEBUYING BEHAVIOR-WITH

REFERENCE TO CHHATTISGARH REGIONI.J.E.M.S., VOL.3(2) 2012: 142-

145ISSN 2229-600X.

[8] Neha P. Mehta*, Pawan K. Chugan (2013)The Impact of Visual Merchandising on

Impulse Buying Behavior of Consumer: A Case from Central Mall of Ahmedabad India

Universal Journal of Management1(2): 76-82, 2013http://www.hrpub.orgDOI:

10.13189/ujm.2013.010206. [9] Abnett, R. and Goody, S.D., 1990. Unplanned buying and in-store stimuli in

supermarkets.

a. Managerial and Decision Economics, 11(2), pp.111-121. [10] Ahmed, T., 2011. The impulse buying behavior of consumes for the FMCG products

in Jodhpur.

a. Australian Journal of Basic and Applied Sciences, 5(11), pp.1704-1710. [11] Ares, G., Gimenez, A., and Deliza, R., 2009. Influence of three non-sensory factors

of consumer choice of functional yogurts over regular ones. Food Quality and Preference, 21, pp.361-367.

[12] Bashar, A. and Ahmed, I., 2012. Visual merchandising and consumer impulse buying behavior: An Empirical study of Delhi & NCR. International Journal of Retail Management & Research, 2(4), pp.31-41.

[13] Bastow-Shoop, H., Zetocha, D., and Passewitz, G., 1991. Visual merchandising: A guide for small retailers. Iowa: University Publications, p.1.

[14] Bellenger, D.N., Dan, H.R., and Elizabeth, C.H., 1978. Impulse buying varies

by product.

a. Journal of Advertising Research, 18(6), pp.15-18. [15] Cobb, C.J. and Hoyer, W.B., 1986. Planned versus impulse purchase behavior.

Journal of Retailing, 62(4), pp.384-409.

http://www.sbs.ox.ac.uk/sites/default/files/Retail_Mgmt/Docs/Vinita_Sahay_Conf_ppt_2014.pdf

http://www.sbs.ox.ac.uk/sites/default/files/.../Vinita_Sahay_Conf_ppt_2014.pdf

ISSN: 2348 9510



188

[16] Cox, K., 1970. The effect of shelf space upon sales of branded products. Journal

of Marketing Research, 7, pp.55-58. [17] Darden, W.R., Erdem, O., and Darden, D.K., 1983. A comparison and test of

three causal models of patronage intentions. In: W.R. Darden and R.F. Lusc eds. Patronage behavior and retail management. New York: North-Holland, pp. 29-43.

[18] Diamond, J. and Diamond, E., 2003. Contemporary visual merchandising environmental design. 3rd Edition. Upper Saddle River, NJ: Prentice Hall.

[19] Easwar, S.I., 1989. Unplanned Purchasing: Knowledge of shopping environment and time pressure. Journal of Retailing, 65, pp. 40-57.

[20] Fichter, C. & Jonas, K. 2008. Image effects of newspapers: How brand images change consumers’ product ratings. Journal of Psychology, 216(4), 226-234.

[21] Jacoby, J., Olson, J.C., and Haddock, R.A., 1971. Price, brand name and product composition characteristics as determinants of perceived quality Journal of Applied Psychology, 55(6), 570-579.

[22] Kacen, J.J., and Lee J.A., 2002. The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology, 12(2), pp.163-176.

[23] Keller, K.L., 1998. Branding perspectives on social marketing. Advances in Consumer Research, 25, pp.299-302.

[24] Kollat, D.T. and Willett, R.P., 1967. Consumer impulse purchasing behavior. Journal of Marketing Research, 4 (February), pp.21-31.

[25] Kollat, D.T. and Willett, R.P., 1969. Is impulse purchasing really a useful concept for marketing decisions. Journal of Marketing, 33(January), pp.79-83.

[26] Kollat, D.T., 1966. A decision-process approach to impulse purchasing, science,

technology and marketing. American Marketing Association, September, p.626. [27] Krutulyte, R., Costa, A.L., and Grunert, K.G., 2009. A cross-cultural study of

cereal food quality perception. Journal of Food Products Marketing, 15, pp.304-323. [28] Maria, P., Susana, A., Vera, B., Fernando, M., Rui, M., and José, L., 2010. The

effect of visual merchandising on fashion stores in shopping center. In: 5th International Textile, Clothing & Design Conference – Magic World of Textiles, Dubrovnik, Croatia, 3-6 October 2010.

[29] Maymand, M.M. and Ahmedinejad, M., 2011. Impulse buying: The role of store environmental stimulation and situational factors (An empirical investigation). African Journal of Business Management, 5(34), pp.13057-13065.

[30] McGoldrick, P.J., 2002. Retail marketing. 2nd Edition. New York: The McGraw-Hill Companies

[31] Mehta, N.P. and Chugan, P.K., 2012. Visual merchandising: Impact on consumer behavior. New York: Global Business and Technology Association, pp.607-614.

[32] Mills, K., Paul, J., and Moorman, K., 1995. Applied visual merchandising. 3rd Edition. Englewood Cliffs, New Jersey: Prentice-Hall.

[33] Oakley, M., 1990. Design management: A handbook of issues and methods. Oxford: Oxford University Press.

ISSN: 2348 9510



189

[34] Peters-Texeira, A. and Badrie, N., 2005. Consumers’ perception of food

packaging in Trinidad, a. West Indies and its related impact on food choices. International Journal of

Consumer Studies, 29(6), pp.508-514. [35] Ridmi, G., Sashini, G., and H.A.K.N.S., S., 2011. The Impact of Selected Visual

Merchandising Techniques on Patronage Intentions in Supermarkets (Study Based on Colombo District). In: 2nd International Conference on Business and Economic Research (2nd ICBER 2011), Langkawi Kedah, Malaysia, 14-16 March 2011, pp.1130-1154.

[36] Rook, D.W., 1987. The buying impulse. Journal of Consumer Research, 14,

pp.189-99. [37] Sonali, B. and Sunetra, S., 2012. Impulse buying behaviour in retail stores –

Triggering the senses. Asia Pacific Journal of Marketing & Management Review, 1(2), pp.2319-2836.

[38] Sujata, K., Bhawna, A., and Anju, G., 2012. Visual merchandising as an antecedent to impulse buying: An Indian perspective. International Journal of Business and Management Studies, CD-ROM., 1(1), pp.267-277.

[39] Takeuchi, H. and Quelch, J.A., 1983. Quality is more than making a good product. Harvard Business Review, 61, pp.139-146.

[40] Varela, P., Ares, G., Gimenez, A., and Gambaro, A., 2010. Influence of brand information on consumers’ expectations and liking of powdered drinks in central location tests. Food Qual. Prefer., 21, pp.873-880.

[41] Vinamra, J., Ashok, S., and Pardeep, N., 2012. Impact of visual merchandising on consumer behavior towars women’s apparel. International Journal of Research in Management, 5(2), pp.106-117.

[42] Wardle, J. and Solomons, W., 1994. Naughty but nice: A laboratory study of health information and food preferences. Health Psychology, 13(2), pp.180-183.

ISSN: 2348 9510



190

the impact of visual merchandising on...

Documents